Take-home instruction builds sales

HE LATEST dwelopment in doit-yourself customer training is a series of take-home, audio/visual in' structional tapes designed to help homeowners carry out major home improvement projects. They will be available in home centers this summer.

HOilE lillPR0VEilEtlT and d-i-y iobs are domonstraled by Curt Eurbick and Avian Rogers in a series ol education audio visual tapes. The Program, sponsored by a grouP of industrY companies, will be available t0 home centers this summer.

Put togethcr by Do It Yourself, Inc., the program is sponsorcd by a group of industry leadcrs including the California Redwood Association, Olympic Lucite, Chamberlain, Schlage, EZ Paintr Corp., Skil Corp., 3M, CooperTools, Armstrong, DAP and E. A. Thompson's Water Seal.

Sparkplug and president ofthe corporation is Robert Roskind, founder of the Ovmer Builders Center, the d-i-y school which originated in Berkeley, Ca. An ex4ontractor and author of two d-i-y books, he is dedicated to the d-i-y movement.

The training is based on a Video Learning Center s€t up in a home center, 26 video cassette tap€s covering the top 35 d-i-y projects, a book for wery tape and the availability of take-home portable VCRs.

Basically, the plan works like this. A customer is attracted to the Video IJarning Center kiosk which offers a list of 26 cassettes, each assigned a number. The booth sigrrage invites him to push the keyboard button numbered with the project of his choice. When he does so, he views a 30 to 60 second prwiew. Designed as a teaser, it stresses how easy the project can be and describes what can be learned from the complete tape.

The next step is for the customer to rent the project tape, buy the book, rent a portable tape deck, if neces-

Story at a Glance

New twist in &l-y tralnlng... take-home vldeo cassettes, equlpment avallable for rental in manulacturer sponsored program...home centers can use lt for personnel tralnlng. .. signing, advertlsing, custom options aYailable.

sary, and head home for a viewing scssion.

Once home, he can show the film to his family, review it as often as he likes, and takc any notes nocessary.

In 30 to 4O minutcs the tape fully explains the project step by step, lists necessary tools and materids, and briefs the viewer on safety considerations and mistakes to avoid. Theoraically when the d-i-yer returns the tape and tape deck to the store he buys the necessary materials and completes the project with the aid of the book which is his to keep.

Produced by Do It Yourself, Inc. in Minneapolis, Mn., the tapes star Curt Burbick, an architect, and Avian Rogers, a remodeling contractor, both experienced and enthusiastic doit-yourselfers who currently appear in PBS television's "The Do It Yourself Show." Entertaining as well as educational, the comprehensive tapes are filmed on location using real projects.

The learning center, the tapes and books can be cugomized for individual home centers as can the instore signing and advertising support material provided with the progam. Coupons also can be incorporated into the presentation.

Another possible use of the program is training store personnel. Either the prepared tapes or tapes created especially for an individual store can be utilized. Tests and certificates of completion for employees are available. Other uses include instore clinics and classroom instruction.

Working from sales and marketing offices in Charlotte, N.C., Roskind is prwiewing the program to ,home centers and signing up participants. HomeClub and Coast to C-oast Stores were among the first to agre€ to take part.

Cost of the program to a home center is $6ffi initially with monthly

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homeowners have neither the time nor inclination to do their own repairs, maintenance and home improvement. Replacing a hot water tank or hanging a kitchen cabinet is a challenge they will not accept.

Yet, this non-handy person is often frustrated by the ordeal of trying to locate someone to do these jobs for him and irritated by the fact that when he does he will often have to pay more for the materials than the d-i-yer who is able to shop the home centers for the best price.

Many home centers and lumber dealers are beginning to realize that a new breed of customer is developing -the buy-it-yourselfer-and that they can capture his business by offering installation services.

Basically there are three ways to offer this extra service:

(l) recommend local contractors and craftsmen;

(2) have the store act as a general contractor, hiring subcontractors;

(3) employ one of the contract installation firms springing up around the country.

Recommending contractors or craftsmen can be risky unless they are screened carefully. One botched job or no show and an angry customer is